The main objective of this paper is to conceptualize marketing strategies and models in cultural products and services. This research has been carried out within the framework of a Qualitative/Quantitative approach using the Grounded Theory and SEM Methods. Statistical population was all management, strategies, marketing experts and University professors who has executive or academic experience about cultural marketing. In qualitative research, the data were collected through open audiovisual recording interviews (with 14 expert) and their content was transcribed. The interview data were analyzed in three stages, including open, axial and selective coding steps, and categorized as concepts and themes. The findings of study included five categories of causal conditions, intervening conditions, contextual conditions, strategies and consequences that have been presented in the form of Strauss and Corbin’s coded pattern. Then designed questionnaire and distribution between 212 experts in Tehran Municipality and analysis by Amos software were done. All assumptions was confirmed and highlight role of Pricing, Branding, Advertising, Customer Database and culture-building as strategies for having sustainable development, expanding Iranian-Islamic culture and increase market share as a consequence designing the marketing pattern for cultural products and services.
- حق عضویت دریافتی صرف حمایت از نشریات عضو و نگهداری، تکمیل و توسعه مگیران میشود.
- پرداخت حق اشتراک و دانلود مقالات اجازه بازنشر آن در سایر رسانههای چاپی و دیجیتال را به کاربر نمیدهد.